Q1: Congratulations on being the 2014 President of the Philippine Marketing Association. How is marketing an association different (or similar) from marketing a product or a service?
Search Results for: Marketing
This is continuation of our interview with Universal Robina Corporation’s Vice President-Marketing Edwin Totanes on Launching and Defending New Products. In this second part, Mr. Totanes generously shares about lessons he learned from failures. For Part 1 of his interview, click here Q7: One of your early marketing assignments was as brand manager of Procter and Gamble for Crest. While […]
“Research results should be “used directionally” and not necessarily to be “followed directly” Edwin Totanes Q1: Congratulations on your winning the prestigious Agora Awards for marketing management from the Philippine Marketing Association last 2013. What do you consider are your biggest marketing achievements so far and why? I have selected 3 examples from my previous employment at a) Kraft Foods, Inc.; […]
Q1: What were the more successful tools or techniques you employed that drove customers to Marie France? Advertising is our mainstay and is a major driver for new trials. We closely monitor the statistics of responses versus the type of ads, here and internationally, and adjust to local trends, and often try to develop a trend. A successful ad slogan […]
Q1: Fast food companies are already selling French fries bundled with their value meals. What made you decide that there is an opportunity to sell fries separately in kiosks? I think the idea or opportunity we saw was that there was a business selling snacks to people who are mobile and who need a companion food. That is why we, […]
Q1: Bizu is a premium brand of cakes and restaurants. How did you decide that this is the way to go? The first thing that I did when I set out to create Bizu was to search my soul. I have always dreamt of running a patisserie similar to the ones found in France and wondered why we didn’t have […]
Record-breaking, bestselling author Josiah Go is the Chairman of Mansmith and Fielders, Inc. (the leading marketing and sales training company in the Philippines), and Chairman of Waters Philippines (the market leader in the direct selling of premium home water purifiers in the Philippines). He is Chairman / Vice Chairman / Director of over a dozen companies. Business Background Chairman of […]
If you’ve spent time in strategy post-mortems, or even in high-stakes “war” rooms, you’ve probably heard the same lines: “We had all the data, but no real insight.” “The logic felt right, but no one tested it.” “We assumed X would hold, and we never questioned it.” Sound familiar? I hear versions of this often, from CEOs, executives, founders, and […]
Edie Acedera is the founder and managing director of Brandev Insights and Consulting, and co-author of Mommy Republic: Understanding the Filipino Millennial Moms. Prior to Brandev, Edie was the global consumer and market insight director at Unilever, based in Singapore. In this interview, she shares her insights into the evolving behaviors of Filipino consumers, and how marketers can effectively navigate cultural […]
Influence mirrors society. It reflects who we admire, what we value, and—ultimately—who we decide to believe. But the mirror has cracked. Follower counts no longer equal persuasion, and visibility no longer ensures trust. In the Philippines, where pakikisama (social harmony) and hiya (moral restraint) quietly govern social behavior, influence is shifting away from performance and toward participation, from selling to shared meaning. This moment […]